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Great ppt... nice pics but most important a very clever way of showing how psichology may help people oto add value!! if possible I will love to have a copy of if. @ fanzures or fanzures@comunidadtalk.com thks

PSYCHOLOGY & COGNITIVE SCIENCE HELPThe
study of human perception, thinking and learning canprovide us with crucial insight into the needs of the end user. We are looking for psychology studies ways to change or behavior change and create behavior. way it happens

WHY TRIGGERS AND BUTTONS?WE NEED
A SIMPLE WAY TO UNDERSTAND WHAT MOTIVATES PEOPLEAND WHAT MAKES THEM TAKE ACTION. WHY CHANGES IN THE WHY UNDERSTANDING THE Putting way MARKETS BEHAVE ROLE OF PSYCHOLOGY IN PSYCHOLOGY & IS IMPORTANT IN our EXPERIENCEs AND COGNITIVE SCIENCE MARKETING Interactions IS CRITICAL to work for you

[DISCLAIMER]I AM NOT A COGNITIVE
SCIENTIST }PSYCHOLOGYCOGNITIVE SCIENCE WHETHER YOU ARE ANEUROSCIENCE MARKETER OR DESIGNER ALL THESE SUBJECTS AREPERSUASION BECOMING MORE IMPORTANT TO BUILDING PRODUCTS FORDECISION MAKING TODAY’S CONSUMER.STORYTELLING

LESSONS IN A TWEET1 cognitive
science can tell us a lot about how to best create products and services that consumers will want.2 YOUR EXPERTISE MAY NOT BE AS VALUABLE AS YOUR ABILITY TO UNDERSTAND HOW PEOPLE COME MAKE DECISIONS AND PROCESS CHOICES.

WHY CHANGES IN THE way
MARKETS BEHAVE IS IMPORTANT IN MARKETINGTHE WORLD HAS CHANGEDBEHAVIOR IS A MUCH LARGER PART OF WHAT WEshould TO BE CONCERNED WITH.

STOPWHAT’s really going on? Heuristics:
People often makedecisions based on approximate rules of thumb and not strict logic.Framing: The collection of stereotypes that make up the mental emotional filters individuals rely on to understand and respond to events.Market inefficiencies: These includemis-pricings and non-rational decision making. DAN ARIELY PREDICTABLY IRRATIONAL

PEOPLE DON’T NECESSARILY BUYPRODUCTS BASED
ON FEATURES. People don’tnecessarily basetheir decision on aesthetics. YOU SHOULDN’T ASSUME THAT PEOPLE MAKE RATIONAL OR CASE STUDYLOGICAL CHOICES. SAMSUNG APPLE FAN BOY COMMERCIAL

TAKE SIGNIFICANCE SERIOUSLY this is
about making things UTILITY useful YESTERDAY SIGNIFICANCE TODAY this is about making things usable IT’s also about making things desirable.

TAKE SIGNIFICANCE SERIOUSLY this is
about making things UTILITY useful YESTERDAY SIGNIFICANCE TODAY Bigger margins this is about live here making things usable IT’s also about making things desirable.

INTENT NOT JUST TANGIBLESIT’S NOT
JUST TANGIBLES, IT’S ALSO ABOUT INTENT, THE Even if I buy a widget from how I perceive and processCONSUMPTION PROCESS, AND THE POST happen before, you the widget is just things that SERVICEEXPERIENCEevidence ofAthe OF THEduring and after the physical - WITH LOT INTREPRETATION experience I have with you.HAPPENING IN OUR HEADS. experience is also important.

With few exceptions, every job
people need or want to do has a social, a functional, and an emotional dimension. If marketers understandeach of these dimensions, then they can design a product thats precisely targeted to the job. CLAYTON M. CHRISTENSEN HARVARD BUSINESS JOURNAL ” In other words, UNDERSTANDING the job, not the DEMOGRAPHIC, is the STARTING PLACE for a marketer who WANTS TO GET THE customers TO buy.

SHIFT HOW WE DEFINE MARKETSTRADITIONAL
MARKET NEEDS BASED MARKETDEFINED AS THE GROUP OF THE GROUP OF PEOPLE AND THEACTUAL AND POTENTIAL BUYERS. JOB THEY ARE TRYING TO GET DONE. The fact that youre 18 to 35 we want to understand what years old with a college causes PEOPLE to buy a degree does not cause you product, not whats to buy a product correlated with it.

SHIFT HOW WE DEFINE MARKETSTRADITIONAL
MARKET NEEDS BASED MARKETDEFINED AS THE GROUP OF THE GROUP OF PEOPLE AND THEACTUAL AND POTENTIAL BUYERS. JOB THEY ARE TRYING TO GET DONE. The fact that youre 18 to 35 we want to understand what years old with a college causes PEOPLE to buy a degree does not cause you product, not whats to buy a product correlated with it. originates from COMPETITION or AN INTERNAL VIEW OF CUSTOMER need.

SHIFT HOW WE DEFINE MARKETSTRADITIONAL
MARKET NEEDS BASED MARKETDEFINED AS THE GROUP OF THE GROUP OF PEOPLE AND THEACTUAL AND POTENTIAL BUYERS. JOB THEY ARE TRYING TO GET DONE. The fact that youre 18 to 35 we want to understand what years old with a college causes PEOPLE to buy a degree does not cause you product, not whats to buy a product correlated with it. originates from originates from COMPETITION or AN WHAT A NEED IS AND INTERNAL VIEW OF WHY CUSTOMERS CUSTOMER need. MAKE THAT CHOICE.

LESSONS IN A TWEET1 Predicting
markets is hard now, success requires a strategy for influencing consumer behavior in a sustained and positive manner.2 Experiences happen in our heads, managing them requires some attention to how we actually process information and experiences.

WHAT IS EXPERIENCE DESIGN?IMPROVING THE
USER’S PERCEPTION OF AN EXPERIENCEWITH A PRODUCT OR SERVICE THROUGH GREATARCHITECTURE AND THE PURPOSEFUL DESIGN OFINTERACTIONS.understand behavior enable behavior influence behavior

we depend on mental models
we want to be in control we don’t like change we’re not great at rememberingwe love a good story we are highly visual by nature we do have some limitations we are social creaturesWe’re curiouswe don’t want to put in a lot of effort we love patternswe make mistakes Q: WHAT DO WE KNOW ABOUT PEOPLE?

WHAT DOES SCIENCE DO FOR
US? GOAL: IMPROVING THE USER’S PERCEPTION OF AN EXPERIENCE WITH A PRODUCT OR SERVICE 1 HELPS WITH FRAMING AND TIMING HOW OUR ENVIRONMENT TIMING AFFECT DECISIONS 2 HELPS US UNDERSTAND DECISION MAKING PROCESSES HOW WE MAKE DECISIONS THE ROLE OF EMOTION 3 HELPS US ALIGN OUR GOALS WITH CONSUMER NEEDS MAKING SURE OUR GOALS DON’T CONFLICT WITH NEEDS 4 GIVES US HEURISTICS TO GUIDE THE WAY SHORTCUTS FOR ALIGNING GOALS NEEDS

OPPORTUNITY WINDOWS OPEN AND CLOSEin
a good moodworldview no longer makes senseaction can be taken immediatelyFeel indebted because of favor immediately after a mistake immediately after denying a request

OPPORTUNITY WINDOWS OPEN AND CLOSEin
a good mood Sync these with theworldview no longer makes sense behavior you are trying to Encourageaction can be taken immediatelyFeel indebted because of favor immediately after a mistake immediately after denying a request

AVOID MISTAKES IN BEHAVIOR CHANGEPersuasive
Technology Lab at Stanford 1 BELIEVING THAT INFORMATION LEADS TO ACTION 2 FOCUSING ON ABSTRACT GOALS INSTEAD OF TANGIBLE BEHAVIOR 3 SEEKING TO CHANGE BEHAVIOR FORVER INSTEAD IN THE SHORT-TERM4 ASSUMING BEHAVIOR CHANGE IS DIFFICULT5 TRYING TO STOP OLD BEHAVIOR INSTEAD OF CREATING A NEW ONE6 RELYING ON WILLPOWER FOR LONG-TERM CHANGE 7 ATTEMPTING BIG LEAPS INSTEAD OF BABY-STEPS8 IGNORING HOW ENVIRONMENT SHAPES BEHAVIOR9 BLAMING FAILURE ON LACK OF MOTIVATION10 UNDERESTIMATING THE POWER OF TRIGGERS

AVOID MISTAKES IN BEHAVIOR CHANGEPersuasive
Technology Lab at Stanford 1 BELIEVING THAT INFORMATION LEADS TO ACTION 2 FOCUSING ON ABSTRACT GOALS INSTEAD OF TANGIBLE BEHAVIOR 3 SEEKING TO CHANGE BEHAVIOR FORVER INSTEAD IN THE SHORT-TERM4 ASSUMING BEHAVIOR CHANGE IS DIFFICULT5 TRYING TO STOP OLD BEHAVIOR INSTEAD OF CREATING A NEW ONE6 RELYING ON WILLPOWER FOR LONG-TERM CHANGE 7 ATTEMPTING BIG LEAPS INSTEAD OF BABY-STEPS8 IGNORING HOW ENVIRONMENT SHAPES BEHAVIOR9 BLAMING FAILURE ON LACK OF MOTIVATION10 UNDERESTIMATING THE POWER OF TRIGGERS

TRUST CREDIBILITY DISCLOSUREWHEN PEOPLE LACK
INFORMATION THEY WILLMAKE UP THEIR OWN STORIESWhen making changes Avoid potential break downs in trust. ifPeople don’t know the full story (maybe the full story doesn’texist yet), they’ll quite naturally over-interpret any shard ofinformation they get their hands on. Usually negatively.

6 PRINCIPLES OF PERSUASIONPRINCIPLE: LIKINGPEOPLE
LIKE THOSE LIKE THEM, WHO LIKE THEM Business Application Similarity - Create early bonds with new peers,bosses, and direct reports by informally discovering common interest—you’ll establish goodwill and trustworthiness. Praise - Charm and disarm. Make positive remarks about others—you’ll generate more willing compliance.

6 PRINCIPLES OF PERSUASIONPRINCIPLE: SOCIAL
PROOFPEOPLE FOLLOW THE LEAD OF SIMILAR OTHERSBusiness ApplicationUse peer power to influence horizontally, not vertically;e.g., ask an esteemed “old timer” to support yournew initiative if other veterans resist.

6 PRINCIPLES OF PERSUASIONPRINCIPLE: CONSISTENCYPEOPLE
FULFILL WRITTEN PUBLIC AND VOLUNTARYCOMMITMENTS.Business ApplicationMake others’ commitments active, public, and voluntary.If you want customers to donate by a certain date, get thatunderstanding in writing (a memo); make thecommitment public (note other customer’ agreementswith the memo); and link the commitment to thecustomer’s values (the impact of donations on communityspirit).

6 PRINCIPLES OF PERSUASIONPRINCIPLE: AUTHORITYPEOPLE
DEFER TO EXPERTS WHO PROVIDESHORTCUTS TO DECISIONS REQUIRINGSPECIALIZED INFORMATION.Business ApplicationDon’t assume your expertise is self-evident. Instead,establish your expertise before doing business with newcolleagues or partners; e.g., in conversations before animportant meeting, describe how you solved a problemsimilar to the one on the agenda.

LESSONS IN A TWEET1 WE
not rational, We still ruled by emotion, that’s what makes us human2 The more you know about people, the more you will know about what you should be doing in marketing product development